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Understanding Alcoholic Drinking Occasions: The Off-Trade
Datamonitor, Sep 2008, Pages: 51
The alcoholic drinks industry is facing challenges in generating value in its on-trade operations. This is against the backdrop of an off-trade market that continues to account for the majority of alcohol sales and occasions. This report analyses how industry players can tap into the market by building an understanding of the diversity of at-home consumption occasions and the trends fuelling them
Scope
- Detailed quantitative analysis of off-trade alcohol consumption indicators including occasions by type, market value and volume data.
- Qualitative examination of the who, where and why of off-trade alcoholic drinks consumption, tracking the shift to frequent but moderate occasions.
- Detailed action points offering practical strategies based on the trends and insights analyzed in the report.
- Covers France, Germany, Italy, Netherlands, Spain, Sweden, UK, US, Australia, New Zealand, Japan, South Korea, China, India, Brazil and Russia
Highlights of this title
Consumers are questioning their need for indulgences during a downturn and are thus more likely to search for value for money. They may remain committed to their preferred brands (consumers brand loyalty is strong) but are more likely to try and seek better deals. This behavior clearly favors off-trade sales.
The 2008 survey suggests that consumer behaviors are contradictory, as they are showing heightened awareness of price and sensitivity to the cost of alcohol both on and off-trade, but there is an attitude-behavior gap, with financial concerns not necessarily translating into trading down or significant reduction of alcohol consumption.
When drinking in the off-trade, consumers will often have greater choice and freedom than they would on-trade. This offers particular opportunities to players with considerable product portfolios or even more a limited on-trade presence key will be delivering marketing messages that draw attention to such products off-trade availability.
Key reasons to purchase this title
- Understand the key issues affecting the market for alcoholic beverages off-trade.
- Access detailed quantitative and insightful qualitative data aggregating the most compelling and recent research in this timely and important topic.
- Strategic conclusions and actionable recommendations on harnessing the positive opportunities that exist within a difficult marketplace.
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